Elliptigo Marketing Plan Final

ELLIPTIGO

An Innovative Training Technique

To Improve Performance

Chaoran (Andy) Luo

Bradley Pon

Vinay Shah

Marketing 300

Spring 2014 – Dr. Hank Pruden

Table of Contents

Introduction 3

1.1 Executive Summary 3

1.2 Mission 3

1.3 Objectives 3

Company Overview 3

2.1 Business Overview 3

2.2 Products and Services 3

2.3 Dealerships 3

2.4 Financial Background 3

Situational Analysis 3

3.1 Internal Analysis 3

3.2 External Analysis 3

3.3 SWOT Analysis 3

3.4 Critical Issues 3

Market Analysis 3

4.1 Market Segmentation 3

4.2 Customer Needs and Requirements 3

4.3 Market Trends 3

4.4 Market Growth 3

Marketing Strategy 3

5.1 Target Market 3

5.2 Brand Positioning 3

5.3 4P’s – Product, Pricing, Place, Promotion 3

Current Advertising Strategy 3

6.1 Advertising Strategy 3

6.2 Marketing Strategy for Retailers 3

6.3 Direct Marketing Strategy 3

Proposed Market Strategy 3

7.1 International Expansion - Germany 3

7.2 Customized Strategies in China’s Coastal Areas 3

Conclusion 3

References 3

Abstract

ElliptiGO is a tool used in training fitness enthusiasts and athletes to improve their performance with an innovative engineering concept that combines the motions of running, bicycling, and an elliptical machine. Elliptical cycling is for people who want to get physically fit, achieve their fitness goal, and recover from hip and knee injuries. In the coming years, it will be one of the most convenient form of exercise and mode of commute. Its unique mechanism encourages maximum people to use this bike.

1. Introduction

2.1 Executive Summary

ElliptiGO is an innovative product that combines the motions of running, bicycling, and using an elliptical machine. Its unique design is the result of cofounders Bryan Pate and Brent Teal’s dream of creating a product that would be an alternative to the conventional bicycle, something that is convenient for...